Social Media Marketing and Web 2.0

What is social media?

A different way to socialize using the web

What are social networks?

A website with a database

What is social media and Web 2.0?

Harnessing collective intelligence Trusting consumers as co-developers Engaging consumer experiences Participation Trust economy Word of mouse

The old vs. the new

Web 1.0 Web 2.0Eyeballs Hands

Britannica online Wikipedia

Personal websites Blogging

CMS Wikis

Directories Tagging

Stickiness Syndication

Instant messenger Twitter

Conferences Unconferences

Harnessing collective intelligence

Trusting consumers as co-developers

Engaging consumer experiences

Community users remain customers 50% longer, spend 54% more than non-community users and visit 9 times more than non-community users

Participation

Participation is key 1) Advertise 2) Create elements in

online space 3) Create own platform

or environment in online space

Trust Economy

Word of Mouse

Keys to success in webspace

Be creative Be honest Be unique Be aware of who your audience is Update frequently Be transparent

You have to be real to succeed!

The Web is changing how we do business

Trust economy Gift economy

Social media is driven by the consumer not driven by business and is currently experiencing growth

The Social Networking has grown 12.7% from November 2006 to April 2007.

In Canada from April 2006 to April 2007

Facebook grew 2424%

YOUTUBE grew 616%

MySpace grew 135%

70% of Americans aged 15-35 use Social Networks

Fox Interactive Networks

Half of YouTube’s audience is over 34

MarketingVox

17% of Sony PlayStation owners in America are aged 50+

The Observer

Craig Newmark, owner and inventor of Craigslist

Craig Newmark has said that this is a time of ‘creative destruction’ and that he has a ‘great deal of sympathy for people who run the printing presses’.

He went on to say that it isn’t journalism that is becoming obsolete; rather the delivery methods are changing. ‘Even the kids realize news is important. The problem is that paper is too expensive’.

How to create a Web 2.0 strategy

Internal Conversations

One-to-one conversations

One-to-many

KNOW CONTROL vs. NO CONTROL

You have to KNOW your audience so that you don’t have a NO control situation.

NO control

http://www.youtube.com/watch?v=t8XxcOj3Seo

KNOW control

The Streisand effect

A term used to describe a phenomenon on the Internet when there is an attempt to remove/censor something backfires and the information ends up receiving more attention.

09-f9-11-02-9d-74-e3-5b-d8-41-56-c5-63-56-

88-c0

What this means ….

Companies can no longer control the message but they can manage the results if they are aware of which channels of communication their audience is using.

Examples of Social Media

RSS feeds UGC (user generated content) Social networks Blogging Podcasts

RSS Feeds

http://www.youtube.com/watch?v=0klgLsSxGsU

UGC (user generated content)

UGC is now the brand Consumers now create and change the

brand (you no longer own your brand) (youtube)

Consumers market the brand It’s not “with” your brand, it’s “in” your

brand

Social Networks

http://www.youtube.com/watch?v=6a_KF7TYKVc

Blogging An online journal, a way to tell a story 102 Million blogs, 120,000 blogs started

each day It is not reporting – nor do people expect it

to be

“Newspapers increasingly reference Bloggers as sources in stories. In just 2 ½ years this has grown from almost nothing to a significant input to media”

Factivia

Blog Demographics 42% of all Canadians have read a blog Blog use in Canada is most popular among

those:With household incomes of $60,000 or more

(44%)Men (48% vs. 35% among women)Younger adults aged 18-34 (50%)Those with post-secondary education

Ipsos-Red, June 2005

Blogs need to be frequent. Web 2.0 has created a low

attention span. A blog should be posted a MAXIMUM of 3-4

days apart.

Podcast

http://www.youtube.com/watch?v=OEmss2lg-ug

Tools of the trade

Google Reader Google News alert Technorati Google Tagging Del.icio.us Facebook iTunes YouTube

Google Reader

http://www.google.com/reader/view/#overview-page

Another option: http://www.google.ca/ig?hl=en

Google News Alerts

http://www.google.com/alerts?hl=en&t=1

Technorati RSS Add popular, relevant blogroll (a blogroll is

a listing of websites that often appear as links on web logs).

http://technorati.com/people/technorati/CanadianWildlifeFed

Google

Search engine Determine how well your site is doing

Tagging

The assigning of keywords to online content to help users search that content more effectively.

Del.icio.us

Social book marking which uses tags http://del.icio.us/TobiMichelle

Facebook

Virtual read News feed

Over 41 Million Canadians have visited Facebook.

iTunes iTunes is a media player used for

transferring music, photos and videos

YouTube

YouTube is a popular free video sharing website which lets users upload, view, and share video clips. ...

Tobi – http://youtube.com/profile?user=TobiMichelleM

Old media doesn’t die, it just evolves